天福茗茶的体验营销策略

Experience Marketing Strategy of Tianfu Tea

现在的消费者在消费产品或服务时,不仅关注它们的价格和品质,消费过程中的体验也成为消费者做出购买决策的重要依据。天福茗茶连锁店的成功是体验营销的杰出典范,本文从氛围体验、情感体验、感官体验和文化体验等四个方面分析其成功之道。

When consuming product or serving,consumers concern about products′ prices and quality,meanwhile,experience has become an important basis that consumers make purchasing decisions in the process of consumption.Success of chain store of Tianfu tea is outstanding example of experiential marketing.This paper analyzes its success from cultural experience,sensory experiences,emotional experience and atmosphere experience.